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In early March, OpinionLab assembled a panel of over 1,000 consumers, consisting of a variety of genders, ages and demographic backgrounds. We wanted to know just what this eclectic group of consumers really thought about the notion of in-store tracking and everything that topic entails. Do consumers believe it’s fair game to use wi-fi signals upon entry and continue tracking through purchase? Would they willingly participate in a program of store tracking and if so why? These burning questions and more were at the heart of our study, especially given a current retail climate heavy with stories of data breaches, security concerns and new technologies that allow tracking.

 

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